Sinclair to promote J Arthur Bowers, Deadfast and GrowQube as part of its new strategy

William Sinclair Horticulture has revamped its product range as part of a £28m investment in the brand and its Ellesmere Port site.

New Sinclair product
New Sinclair product

Three new product areas have been relaunched, with Growing Success, J Arthur Bowers and Deadfast set for £2m of promotion, including TV advertising.

New Deadfast weedkiller products, a new Deadfast slug killer and a Spring TV campaign signal new product development and marketing investment in Sinclair's garden control brand.

Now Sinclair is expanding its broad-spectrum glyphosate-based RTU range with a new 4L RTU container of Deadfast Path & PatioWeedkiller which treats up to 240 square metres at £14.99 RRP.

At the same time, Sinclair is launching a new display quarter pallet of its £4.99 DeadfastWeedkiller 1L RTU spray which treats up to 60 square metres.

As reported last week by HW, the new GrowQube from Growing Success is aimed to make grow bag tomato growing easier for beginners with a 6kg carry-home pack with integral handle.

In Sinclair’s trials, GrowQube®-grown tomato plants produced over 50 per cent more fruit than the same variety grown in conventional growing bags.

The bag is a mix of Scottish peat, new SuperFyba made from composted wood, coir, and a professional grade mix of primary nutrients and essential trace elements, plus 25 per cent Vermiculite.

Thirdly, Sinclair's Horticulture's new J. Arthur Bower's Masterblend is a new 100 per cent professional grade Scottish peat with 10 per cent John Innes. The revamped branding of J Arthur Bowers is designed to appeal to experienced gardeners - half the market, while the re-branded Growing Success products are aimed at 30-40 year-old unconfident gardeners, which make up 30 per cent of the market.

Masterblend is enriched with a six-month controlled release fertiliser, plus Celcote, a cellulose water-absorbing coating which locks onto compost fibres where it stores and releases moisture as it is needed – resulting in water savings of up to 25 per cent without plant stress or wilt.

A 50 litre bag is RRP of £6.99 or £12 for two.

Sinclair marketing director Simon McArdle said: "Because of its rich history, J.Arthur Bower's has always been the brand of choice for passionate gardeners and our new Masterblend compost takes our engagement to a new level.We wanted a product that was the absolute embodimentof the maker’s art, and Masterblend delivers in every respect

"With our new branding we set out to bring to life J Arthur Bower’s passion for gardening.We wanted to create an emotional connection between our very best composts and the keen gardeners that are the lifeblood of our industry. Our significant investment into research and development of this branding should translate into a significant uplift in sales next year – with retailers, and especially garden centres, profiting from the higher margins and unique selling propositions."

See more in Horticulture Week 17 October.

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